Assessing the Communication Department’s Infrastructure
Develop a Set of Metrics to Evaluate Your Staff’s Communication
Category: Measurement & ROI
While we often measure how well our messages reach our audiences and how well our channels are performing, a key set of metrics can evaluate how well the communication staff is using its time and money. This session will provide examples of how different communication departments have measured:
- The proportion of time spent at different job levels in different ways, including being proactive/reactive, strategic/tactical and audience-focused/administrative.
- The proportion of staff time and budget focused on different stakeholder groups compared to how important executives believe each of those groups are to the organization’s success.
- The match-up between ideal skills needed for different positions and the skill sets of current staff.
- How executives evaluate the communication department’s ability to fulfill their expectations.
Benchmarking with other companies to compare aspects of the function, such as structure, titles, reporting relationships, activities performed in-house versus outsourced, staffing levels, budget, etc.
Instructor
Angela Sinickas, president, Sinickas Communications, Inc., has been measuring the effectiveness of communications since 1981. Her prolific publications and speaking engagements have made her name synonymous with measurement of organizational communication. Angela and her measurement work have been cited in Harvard Business Review, Investors Business Daily, HR Magazine, Executive Solutions, PR News, Journal of Communication Management, Ragan Report and Communication World.
PRSA thanks:
Participants earn 1.0 APR Maintenance Credits for a webinar. For more information on Accreditation maintenance, visit http://www.prsa.org/Learning/Accreditation.
